Analysis
When B2B SaaS pipeline grows and revenue does not
Lead volume targets reliably produce lead volume. Whether that pipeline converts depends on decisions made long before the form fill.
On this page
The measurement trap
When marketing is measured on MQLs and sales on closed revenue, both teams can hit their numbers while the business does not. The fix is a shared definition of qualified demand, agreed before the next campaign.
Where to look
Segment win rate by acquisition source over two full sales cycles. Sources with high volume and low win rate are not cheap — they are expensive in sales time, which is rarely counted.
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